Case: Velfina 2004

THE STORY

In 2003, the Romanian medical products company Actimed Medical Systems, which specializes in treatment of wounds, was determined to expand across Europe and the world. But because "Actimed" was not legally available in Europe or the U.S., a new name would be required.

With Grapefruit consultants' help, Actimed managers used this renaming opportunity to completely rethink the corporate brand, to become more visible and to seat "Professional Wound Care Management" as its defining focus. Grapefruit provided the new name, the "caring hand" symbol and supporting visual system, the identity tag line, and unifying subbrand architecture.